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Online Advertising Survey 2013

By Econsultancy,
December, 2013

About the Report

Online Advertisers Survey Report - Table of Contents

Online Publishers Survey Report - Table of Contents

This is the third Online Advertising Survey Report, produced in association with advertising technology company Rubicon Project, and is based on a survey of more than 1,000 advertisers and publishers. The research explores online advertising trends, including budgets, use of different channels, real-time-bidding (RTB), demand-side platforms (DSPs) and private marketplaces.

The research is supported by the AOP and IAB.

The Online Advertisers Survey Report contains the responses from more than 650 advertiser and agency survey respondents, and discusses trends regarding buying and spending on online, budgets, advertising, real-time bidding and targeting, trading desks and demand-side platforms. For the first time, it also looks at private marketplace deals.

The Online Publishers Survey Report contains the responses from more than 100 online publishers and sales houses globally. It looks at online display revenue, real-time bidding and the role of online advertising networks, supply-side platforms and data management platforms. It also looks at private marketplace deals from the perspective of the publishers.

The Online Advertisers Survey Report is divided into the following sections:

Online advertising: buying and spending

Real-time bidding and targeting

Trading desks and demand-side platforms

Private marketplace deals

The report highlights include:

Strong investment from advertisers in online display advertising

Spend on Facebook advertising still high, but signs of an approaching plateau

Real-time bidding and use of DSPs on the rise, but advertising networks defy talk of their demise

Growth of private marketplace deals - a fifth have already implemented one

The Online Publishers Survey Report is divided into the following sections:

Online revenue and selling

Real-time bidding (RTB)

Online advertising networks

Supply-side platforms

Data management platforms (DMPs)

Private marketplace deals

The report highlights include:

Publisher income from online display advertising shows healthy growth

Recognition of the benefits of supply-side platforms helps drive uptake

Use of RTB increases, while exchanges and networks continue to add value

Data is becoming the foundation of ad trading

Publisher audience extension packages set for strong growth in 2014

More private marketplace deals are being made, with worthwhile results for publishers

Online Advertisers Survey Report - Table of Contents

Executive Summary and Highlights

Foreword by Rubicon Project

About Econsultancy

About Rubicon Project

Methodology and Sample

Findings

Online advertising: buying and spending

Spending trends

Display advertising prices

Budget shifts

How display advertising is bought

Use of data

Real-time bidding and targeting

Advantages of real-time bidding

Trading desks and demand-side platforms

Spending with trading desks

Trading desk spend on real-time bidding

Number of demand-side platforms

Benefits of working with demand-side platforms

Challenges faced when working with demand-side platforms

Private marketplace deals

Appendix: Respondent Profiles

Annual company turnover

Geography

Business sector

Online Publishers Survey Report - Table of Contents

Executive Summary and Highlights

Foreword by Rubicon Project

About Econsultancy

About Rubicon Project

Methodology and Sample

Publisher Findings

Online revenue and selling

Has revenue from online display advertising increased or decreased?

How display advertising is sold

Real-time bidding (RTB)

Solution providers

Selling audience extension packages

Online advertising networks

Proportion of display advertising inventory which goes to ad networks

Proportion of display advertising revenue which comes from ad networks

Challenges faced when working with networks

Supply-side platforms

Benefits of working with supply-side platforms

Data management platforms (DMPs)

Benefits of working with DMPs

Private marketplace deals

Appendix: Respondent Profiles

Annual company turnover

Geography

Download a copy of the reports to learn more.

Free samples are available for those who want more detail about what is in the reports.